Affect Control Theory

Affect Control Theory (ACT) explains how people try to maintain consistency between their feelings and social identities during interactions. It suggests that individuals have cultural expectations about how certain behaviors, roles, or identities should be perceived emotionally—such as competence or warmth. When actions align with these expectations, emotions remain positive; when they conflict, discomfort occurs. People use their awareness of these feelings to guide behaviors, aiming to restore harmony between their actual actions and the cultural meanings attached to identities. In this way, ACT helps us understand how social interactions are motivated by an ongoing desire to preserve positive feelings and social order.